Boxoffice-11.11.1950

;.
mary
Lowgrade Operations Are Threof
To Drive-ln Business, Says Ezell
HOUSTON—Claude Ezell.
pioneer drive-in
exhibitor, warned outdoor exhibitors that too
r
many of them are for-
getting that the pripurpose
of the
drive-in theatre is to
provide entertainment
»
and not to operate as
a restaurant.
^
Ezell, who is chairm^.
man of the Theatre
^. •}^,_ Owners of America
III^B — JJIh drive-in committtee.
^^B ^ ^^M made a plea for op-
^^^ " ^^^ eration of outdoor the-
Claude Ezell atres on a high entertainment
plane—and
urged that drive-in exhibitors turn to participation
in community enterprises as a
means of promoting better public relations.
The veteran Texas exhibitor had planned
to speak on such problems as proper selection
of sites for drive-ins, costs, and points of
interest for the theatreman planning to erect
an outdoor project. "I had my speech prepared,"
he commented, "but the government
[took care of it for me by issuing the ban on
(new construction."
So he turned his guns on the type of outdoor
operator who runs a lowgrade situation,
with little knowledge of the theatre, and no
loyalty to standards. These newcomers are
destroying the business that legitimate exhibitors
have been building and protecting
for
years.
"A few weeks ago, we ran into a drive-in
theatre where back of the house was the
screen, the kitchen window the concession
counter and accommodations for 40 cars in
the backyard," he said.
That this type of an operator is able to
buy film is what irritates Ezell. He wants
distributors to classify drive-ins in some manner.
He contended that outdoor theatres
have not been classified as are indoor theatres.
"They're just tossed into one general
group—drive-ins." he criticized.
Texas he said has 300 outdoor theatres and
all of them can't be put in a single category
for determination of what product they
should get and how they should be regarded
by the film business.
Ezell said that drive-ins are "the finest end
of the business." The outdoor exhibitor is
closest to his patrons—he opens his theatre
to the physically handicapped, the smallest
children and makes going to the theatre a
real family enterprise.
He thinks the drive-in also offers great
opportunities for area developments. His
organization, he said, is buying wherever it is
possible all adjoining land to its theatre with
the view of building a shopping center in
the future.
The Texan also had some other advice to
offer to TOA members. He said his drive-ins
are offered for afternoon use by organizations
in the community. He makes them
available for symphony concerts, for Easter
and Christmas services—adds a personal interest
touch by serving coffee at these occasions.
"Keep the theatre clean, answer all complaints,
even the most unreasonable ones,
keep your washrooms as clean as the concession
stands, know your patrons, make good
service your motto—and along with an interest
in community welfare you'll keep the
drive-in theatre at a high level," he said.
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Cable Laying for Airers
Perfected by Builder
OKLAHOMA CITY — "Weldon & Sons, a
local firm which handles construction of
drive-ins, has perfected a new way of laying
cables in outdoor theatres. With a new device,
the firm can lay cable for a 700-car
operation in about ten hours where previously
a week to ten days was required. The company
did this type work for 'Video Independent
Theatres, and did grading and cable installation
for many other ozoners in Oklahoma
and Texas.
Pike Amusement Formed
McCOMB. MISS.—A new firm, the Pike
Amusement Co., has been formed by J. E.
Alford, operator of the State, and T. G. Solomon
of the Palace, competitive theatres, with
E. Sarphie, local businessman as president.
Tlie company was formed to facilitate booking
and other operations.
Named South Texas Salesman
DALLAS—Alfred J. Delcambre has been
named a salesman in the southern Texas
zone for Monogram studios, replacing the late
H. A. Harlanson. Delcambre has worked with
United Artists. Paramount and Selznick and
is a former screen actor.
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BOXOFTICE November 11, 1950 77